AboutIntroducing Elmich
Elmich is a renowned household brand from the Czech Republic, celebrated for its high-quality products and sophisticated designs. Over nearly 30 years of growth and development, Elmich has risen to become a leading corporation in the European household goods industry. Officially entering the Vietnamese market in 2011, Elmich not only delivers durable, health-safe products but also focuses on utility and modernity, catering to the diverse needs of consumers.
Challenges
Elmich’s primary customers are homemakers, residing in densely populated cities, and often are attracted by large weekend events at shopping malls. While household brands recognize the opportunity to connect with these consumers during such events, the challenge lies not just in increasing brand awareness but also in maximizing customer engagement and obtaining identifiable customer information.
In previous events, Elmich excelled in “capturing consumer attention” by organizing activities like gift giveaways or opportunities to try samples. While these campaigns left a positive impression on consumers, the absence of modern technological solutions led to operational inefficiencies and difficulties in measuring success.
- Inability to Monitor PG Performance in Real-Time by Time Slots: Elmich could not accurately assess which PG (promotional girl) performed better or identify the time slots with the highest customer turnout. This made it difficult to allocate manpower effectively during peak times.
- Manual Data Collection Using Google Forms: Customer information was recorded manually, leading to potential errors and hindering seamless tracking of customer data. This approach was not only time-consuming but also compromised data quality.
- Lack of Real-Time Management of Gift/Sample Distribution: Elmich struggled to monitor the number of gifts or samples distributed in real-time, which increased the risk of shortages. This negatively impacted the customer experience and the overall effectiveness of the event.
Sample Distribution Solution on The Master Channel
The Czech-Vietnam Cultural Festival, held from 01/11/2024 – 03/11/2024, at Aeon Mall Long Biên, was an event organized by Elmich Vietnam. Beyond being an exciting cultural playground, this event provided Elmich with a valuable opportunity to acquire identifiable customer information, supporting its plans to maintain interaction and nurture long-term relationships with potential customers.
By implementing The Master Channel’s sample distribution solution, Elmich successfully achieved its initial goal of collecting substantial customer data. Additionally, the solution significantly contributed to the growth of Elmich’s Zalo OA followers.
Launched in June 2022, The Master Channel is a concept pioneered by PhD. Đinh Mộng Kha. It is defined as a methodology and toolset designed to elevate marketing campaigns through Zalo, centered on four key pillars: Channel, Experience, Warm, and Educate. By integrating The Master Channel into their marketing efforts, businesses can easily achieve their goals of data collection and fostering long-term customer engagement. This is made possible through its creative, fast, and innovative approach to campaign execution, including sample and voucher distribution, Gamifying The Master Channel,…
Elmich Implements Sample Distribution on The Master Channel
Leveraging the appeal of the Czech-Vietnam Cultural Festival, Elmich set up standees featuring QR codes for information registration and gift receiving at the event.
- Customers scanned the QR code to join the program and filled out their information, which was auto-filled via Zalo. This auto-fill feature eliminated the risk of incorrect data entry, ensured data accuracy, and significantly reduced the registration time for customers.
- Upon completing their registration, customers received a QR code for gift redemption along with a thank-you message sent through Elmich’s Zalo Official Account (OA).
- Customers then presented their QR codes to the Promotional Girls (PGs) at the gift distribution counter to collect their Elmich gifts.
Results
Nearly 120% Growth in Zalo OA Followers
By integrating QR codes and thank-you messages through Zalo OA, Elmich achieved an impressive growth of nearly 120% in Zalo OA followers within 3 days. This not only enhanced the brand’s visibility but also provided an opportunity to maintain long-term relationships with customers at a more optimized cost in the future.
Gift Redemption Rate of Nearly 99%
The seamless gift redemption process from scanning the QR code, auto-filling information, to receiving a QR code via Zalo OA offered an effortless and engaging experience. A redemption rate of 99% highlighted the high level of interaction and enthusiastic participation from customers.
Over 12K Interactions
The event not only captured the attention of visitors but also drove over 12,000 interactions with Elmich through Zalo OA. This demonstrated significant interest from participants and the overall success of the campaign.
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